Starting from September 2025, Amazon will gradually implement the Direct Verification (DV) policy for children's toy ASINs. The core requirement is that sellers must complete annual compliance verification through Amazon-approved Third-Party Inspection, Testing, and Certification (TIC) service providers.

You have two options:

(1) Test the product: Send samples to TIC institutions for brand-new testing

(2) Verify the documents: Use existing compliant test reports and have them reviewed and verified by TIC institutions

Important reminder: To ensure normal sales, be sure to create a Test Request Form (TRF) before the deadline and update its status to "Verifying".

Please note: This guide applies to all toys and their accessories on the following sites:

US site: Usually requires a Children's Product Certificate (CPC), along with a test report issued by a CPSC-recognized laboratory within the past 12 months, to prove compliance with US toy safety and related requirements (such as ASTM F963-23, phthalate restrictions, tracking labels, small parts, etc.)

Canadian site: Usually requires a test report issued by an ISO 17025-recognized laboratory within the past 12 months to prove that the product meets Canadian toy-related regulatory requirements (toy regulations, phthalates/surface coatings/lead content, etc.; additional standards for electric toys and kites, etc.)

European site: Usually requires a test report issued by an ISO 17425-recognized laboratory within the past 12 months, commonly benchmarking EN 71; if it is an electric toy, it usually involves additional safety requirements such as EN 62115

First, please determine whether your product is indeed a children's toy based on the following characteristics:

Definition of children's toys: Products designed or intended for use by children under 14 years old (age thresholds may vary by country)

Situations that are easily judged as children's toys include:

(1) Age identification: The applicable age indicated on the packaging or instructions is within the child range

(2) Page content: The listing's text, images, videos, or advertisements are clearly aimed at children (such as using child models, cartoon elements, emphasizing "for children to play", etc.)

(3) Public perception: Ordinary consumers will think that this is a product for children

(4) Play value: The product has obvious play, education, creativity, or interactive value for children

If your ASIN is mistakenly judged as a children's toy, please follow the principle of "self-inspection and rectification first, then submit an appeal".

(1) Quick response: Take immediate action upon receiving the notice to avoid affecting sales

(2) Correctly identify: Accurately determine the nature of the product and choose the correct processing path (verification or appeal)

(3) Prepare thoroughly: Make sure to complete the "purification" work of the listing before appealing and prepare the explanatory materials

Compliant operation is the cornerstone of a brand's long-term development. We hope this guide can help you solve the problem smoothly and make your operation on Amazon smoother!

This article is based on policy updates as of January 2026 and is for reference only. Amazon platform policies may change at any time, please refer to the latest official information on the seller platform.

If you have any questions about Amazon, you can use the link (https://wsurl.cc/wg4chn) or scan the code to contact the official customer development manager: